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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Matching Consequences and Causes in Crisis Public Relations
Author(s)
Douglas Wilbur
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DOI:10.17265/2160-6579/2023.03.003
Affiliation(s)
University of Texas at San Antonio, San Antonio, USA
ABSTRACT
This exploratory study examines the phenomenon of consequence cause matching, which is based on the representativeness heuristic, from cognitive psychology, upon crisis management and public relations. A 2(Large Scale Crisis vs. Small Scale Crisis) × 2(Large Scale Cause vs. Small Scale Cause) mixed factorial design experiment was conducted based upon a hypothetical crisis scenario. This study found initial evidence that consequence cause matching is a phenomenon that can impact the process of attribution for a crisis. It highlights a potential new area of theoretical growth for the situational crisis communication theory.
KEYWORDS
Public Relations, Crisis Communication, Situational Crisis Communication Theory, Representativeness Heuristic.
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